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Mercury1 Google Analytics Part2

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Part 2 of the Google Analytics guide for small business owners.

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Mercury1 Google Analytics Part2

  1. 1. Version 1.0 ABOUT GOOGLE ANALYTICS (PART 2) DOCUMENT CONTROL Document title About Google Analytics (Part 2) Version 1.0 Status Release Reference M1Goo-002 Author Tara Wilson Date 24 April 2009 About Google Analytics (Part 2) Page 1 of 14
  2. 2. Version 1.0 CONTENTS 1. About this Document ............................................................... 3 2. Analytics Reports .................................................................... 3 3. The Breakdown ....................................................................... 4 3.1. Left-hand navigation menu .................................................... 5 1.1.1. Dashboard.............................................................................. 6 1.1.2. Visitors .................................................................................. 6 1.1.3. Traffic Sources ........................................................................ 7 1.1.4. Content.................................................................................. 8 1.1.5. Goals ..................................................................................... 9 3.2. Reports switcher ................................................................ 10 3.3. Date Range ....................................................................... 10 1.1.6. Calendar .............................................................................. 10 1.1.7. Date Comparisons ................................................................. 11 1.1.8. Timeline ............................................................................... 11 3.4. Overview graph .................................................................. 11 3.5. Site usage ......................................................................... 12 3.6. Other data boxes................................................................ 13 4. Next time... ........................................................................... 14 About Google Analytics (Part 2) Page 2 of 14
  3. 3. Version 1.0 1. ABOUT THIS DOCUMENT This instruction document is the second in a series about Google analytics. It is design to give you an in-depth introduction into using Google analytics. Each document in the series will focus on a certain section of the Analytics This document is an introduction to the basics of reading and analysing your Analytics reports – how to find all the data you need and use it to determine the performance of your website. 2. ANALYTICS REPORTS About Google Analytics (Part 2) Page 3 of 14
  4. 4. Version 1.0 This is the main page you will see when you log in to view your report – the dashboard. The boxes at the bottom of the page (from Visitors Overview to Content Overview) are fully editable so you can display here almost any element you wish. 3. THE BREAKDOWN I have split the dashboard into 6 sections to focus on. These sections are as follows: 1. Left-hand navigation menu 2. Reports switcher 3. Date range 4. Overview graph 5. Site usage 6. Other data boxes About Google Analytics (Part 2) Page 4 of 14
  5. 5. Version 1.0 3.1. LEFT-HAND NAVIGATION MENU About Google Analytics (Part 2) Page 5 of 14
  6. 6. Version 1.0 1.1.1. DASHBOARD This link takes you back to the dashboard – the first page you saw when signing in to view the report. 1.1.2. VISITORS The Visitors link takes you through to an overview of your visitors’ activity: About Google Analytics (Part 2) Page 6 of 14
  7. 7. Version 1.0 The visitors section of your analytics report contains a vast amount of information on the visitors that visit your site. It shows how many new and/or returning visitors you have and how long they spent on your site, along with the number of different pages they visited. All this information is incredibly important for determining how your site is doing in keeping interest up, and also how effectively you are promoting it. You can use Analytics closely with Adwords to see how well an Ad campaign is performing (but let’s save that matter for a little later). You can also determine many other facts about your visitors from these pages which may prove vital in fine tuning your website. For example, you can see the location and language of your visitors – if you have overseas customers, you can find out which countries are the top visitors to your site and find out if you need to implement any/more accessibility in order to keep those visitors. Another example is that you can see which web browser the majority of your visitors are viewing the website in. It is important to check that your website looks the same and performs identically across all browsers. Knowing which browsers your visitors use helps determine an order of importance in the browsers you should check the website in. 1.1.3. TRAFFIC SOURCES The Traffic Sources link takes you through to an overview of the origin of your visitors: About Google Analytics (Part 2) Page 7 of 14
  8. 8. Version 1.0 This section provides data on the sources which send traffic to your website. These sources could be anything from direct traffic to search engines or referring sites. Knowing where your customers come from is invaluable knowledge and can be key for the marketing of your products. Say the direct traffic to your website is generally constant at 50% of your traffic each month (this will be those who have you bookmarked, or have typed your address directly into their web browser because you have an amazingly memorable URL!). If you decide to start an advertising campaign in a newspaper or on TV you will be able to see the success of this placement both by how much your overall number of visitors increases, and also how the percentage of direct traffic increases. Of course, if there is not a significant raise in either of these then you know your marketing techniques are not doing the trick... This again is useful in conjunction with any Adwords campaigns you may be running as you are able to see which Ads are performing the best, and also which keywords are summoning up the most interest. 1.1.4. CONTENT The Content link takes you through to an overview of the performance of your website content: About Google Analytics (Part 2) Page 8 of 14
  9. 9. Version 1.0 Here we come to a section all about the pages within your website and how they are performing in relation to the way traffic acts when visiting these pages. Performance of a page is based on a number of factors: pageviews, time on page, bounce rate, % exit, and more. N.B. Here are some definitions for you: PAGEVIEWS – the number of times the page has been viewed within the specified time frame TIME ON PAGE – the average amount of time each visitor to the page lingered for BOUNCE RATE – a bounce is measured when a person views a webpage and then immediately navigates away by clicking the “back button”. The bounce rate is measured as the percentage of visitors who bounced from the page % EXIT – this is the percentage of visitors who navigate away from the website entirely after viewing the page If you have any pages on your website which are not pulling their weight – that do not have enough information to capture visitor imagination – you will be able to spot these here and set about doing something to improve the content on those pages. A key factor to look at when determining poorly performing pages are those with high bounce rates and % exits 1.1.5. GOALS This section will only be accessible if you have created Goals and made sure that they are active. This follows the performance of the goals you set up (see Mercury1 Google Analytics Part1) – how many visitors completed your goals. You can also use this section to see where visitors who started but did not complete you goals bailed out, a helpful insight to which part of a process you wish visitors to follow is weakest. Once the weakest part is discovered, you can refine that page in order to ensure the maximum amount of visitors possible finish the process. About Google Analytics (Part 2) Page 9 of 14
  10. 10. Version 1.0 The Goals overview page looks like this: 3.2. REPORTS SWITCHER If you have more than one report on more than one website under the same account, you can easily switch between them by using this dropdown. 3.3. DATE RANGE Changing the date range here will affect all the data that you view on the report – if you set the date range for the whole of March, the only data you see in all sections will be data that was collected in March of the year that you select. You can also compare two date ranges. There are three ways to select your date range – typing in manually, visually increasing the range or selecting dates on a calendar. 1.1.6. CALENDAR About Google Analytics (Part 2) Page 10 of 14
  11. 11. Version 1.0 The desired date range can be selected here by clicking the start and end date sequentially on the calendar, or by typing the dates in on the right-hand side. 1.1.7. DATE COMPARISONS You can compare two dates by ticking the “Compare to Past” checkbox and then either selecting or typing in a date in the past. The first range (blue) must be the most recent date, and the second date (green) must lie before or within (or a mixture of) the blue date. 1.1.8. TIMELINE Another way of selecting you dates is to click onto the “Timeline” tab (top left of the image) and click and drag the sides of the coloured boxes on the timeline. The bar chart displayed depicts the number of visits to the site per day. 3.4. OVERVIEW GRAPH This is a nice little feature for seeing a quick overview of the site’s performance in a graphical format. By default, it shows a line graph of the number of visits from day-to-day between the date range that you have chosen. This can also be viewed by week or by month by selecting the appropriate value at the top-right of the graph (I’d suggest only using Graph by week or month if you have chosen a suitably long date range!). About Google Analytics (Part 2) Page 11 of 14
  12. 12. Version 1.0 You can also change what the graph depicts by clicking on the “Visits” tab at the top-left of the graph and selecting your desired value in the box which appears: 3.5. SITE USAGE The site usage section of the dashboard is also a nice overview of your site’s performance – this time in numerical format. Clicking on any of the data types displayed, i.e. visits, will take you through to a day-by-day bar chart breakdown: About Google Analytics (Part 2) Page 12 of 14
  13. 13. Version 1.0 % New Visits is displayed as a pie chart: 3.6. OTHER DATA BOXES These are small overviews of different sections of the report – visitors, traffic sources, content etc. These boxes are editable – you can choose which ones you see and which order they are displayed in. About Google Analytics (Part 2) Page 13 of 14
  14. 14. Version 1.0 If you wish to add additional boxes to the dashboard, you must do this from the appropriate page within the report. Use the left-hand menu to navigate to the correct page (let’s say the top landing pages) and click “Add to Dashboard” at the top of the page: The Top Landing Pages Overview box will then have been added to the bottom of your dashboard page. N.B. You cannot add more than 12 reports to the dashboard. 4. NEXT TIME... Look forward to more in-depth instructions on using each section of the report. We will break down each section and show you how to find any data about your website performance you wish to analyse. About Google Analytics (Part 2) Page 14 of 14

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